2024 CGT Sales & Marketing Research Report
Leaders make the case for emerging technology amid budget and ROI concerns
By Jenny McTaggart
As consumer goods companies have more closely scrutinized their budgets to counter such factors as rising inflation and lower margins, sales and marketing is under pressure. While leaders are eager to elevate their tech capabilities — whether that means generative AI, social commerce, or retail media — they feel constrained by calls for more detailed ROI assessments and budget oversight. Speaking of that shiny object: While generative AI may be garnering many of the headlines, most companies remain in the exploratory stage.
Expect generative AI to have a significant influence on the industry in the next 18 months
Keep reading to learn more about leaders’ plans for tech investments, how KPIs are changing, and top-of-mind consumer behaviors that will dictate the industry’s path forward.
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Currently use Instagram for sales & marketing initiatives
Cite budget constraints as the top roadblock to success
Expect TikTok to be the most important social platform over the next 18 months
Leverage AI/ML, with top uses including social media marketing and e-commerce
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